1. MARKETING MAGIC! Training Session 30 th March 2015

2. PURPOSE To help you develop marketing communications campaigns to extend your reach and impact MAKE A BIGGER DIFFERENCE CONJURE UP A BETTER RESPONSE LEARN THE ‘TRICKS OF THE TRADE’

3. WHAT WE’LL COVER TODAY The depth and breadth of marketing - what it can do for you The range of marketing communications techniques - how to choose which to use Segmentation, Targeting and Positioning - setting priorities and focusing resources If you can’t do it all – who might help? The importance of planning – and being ‘marketing ready’

4. INTRODUCTIONS

5. WHAT IS MARKETING? “The management process responsible for identifying, anticipating and satisfying customer requirements profitably.” Chartered Institute of Marketing

6. THE MARKETING MIX Product Place Price Promotion (marketing communications) People Processes Physical Evidence

7. WHAT MARKETING CAN HELP YOU DO Identify and attract customers Raise your profile and build reputation Change perceptions and behaviour Grow your organisation sustainably Make the difference you are ‘in business’ to make

8. What makes the groups similar in terms of what they want or believe, or how they can be reached? MAGIC HAPPENS WHEN PREPARATION MEETS OPPORTUNITY!

9. WHAT MARKETING CAN’T DO Work for you if you don’t get involved Create solutions out of nothing Provide long term success if the basic ingredients are not right

10. CASTING YOUR SPELL BASIC INGREDIENTS Market intelligence and analysis Customer intelligence and analysis Appropriate channels of communication Appropriate ‘messages’ MIX WITH Creativity A willingness to adapt and respond to circumstances Good timing

11. CHANNELS OF COMMUNICATION Website Social media Printed literature Advertising Editorial Direct mail & email Telesales Exhibitions & events Speaking opportunities & briefings Networking Word of mouth Merchandise Selection criteria relate to: Degree of control required Complexity of message Cost Level of credibility desired Nature of target audience – size, geographical dispersion, etc Requirement to build relationships Desire for feedback and interaction

12. SEGMENTING A MARKET There are many different ways to segment a market. Here are some of them: Age Gender Faith Spending power Educational level Location Specific interests or behaviours Time of day available What makes the groups similar in terms of what they want or believe, or how they can be reached?

13. ACTIVITY Define the audience groups you want to reach (Segmentation) Rank these ‘audiences’ in order of priority (Targeting)

14. KEY MESSAGES What do your key target ‘customers’ need to hear in order to make them engage with you? How do you look, feel and sound to them? Are you clearly differentiated from your competitors or partners?

15. DEVELOPING KEY MESSAGES Clear Compelling Consistent

16. ACTIVITY What key messages do you need to get across to them? (Positioning) Which channels of communication would be the most appropriate to reach them?

17. MAKING THINGS HAPPEN WHAT ARE YOUR PRIORITIES? What resources do you need? IDEALLY, WHAT WOULD YOU LIKE TO DO? What resources would you need? Where might you look for support?

18. MARSHALLING RESOURCES PEOPLE You/your colleagues Volunteers Paid professionals MONEY Marketing Communications budget Grants or Loans KNOWLEDGE Training courses Information online or in books

19. CONJURING UP A PLAN Organisation/Marketing Objectives Communications Objectives Target Audiences Channels of Communication Key Messages Strategy and Tactics Budget/Resources Timing/Activity Schedule Methods of Evaluation

20. YOUR ‘TRICK’ LIST Set clear objectives See everything from your customers’ perspective Focus resources on priorities Build a strong identity and differentiate your offer Plan, evaluate and revise Be sustained in your activity and consistent in your messages Allow yourself to be flexible and creative in approach

21. What makes the groups similar in terms of what they want or believe, or how they can be reached? MAGIC HAPPENS WHEN PREPARATION MEETS OPPORTUNITY!

22. ANY QUESTIONS?

23. MARKETING MAGIC! Training Session © Spot on Marketing & Communications 2015 www.spotonmarketing.org.uk @SpotOnCIC